COLOGNE — It has been a slow burn for years, but now it seems to be catching fire.<\/p>\n
With 15% of of marketers now using addressable or advanced TV targeting, and another 20% to 30% more planning to do so, according to the ANA and Forrester<\/a>, the opportunity finally looks like it has become real.<\/p>\n Jon Block agrees. In this video interview with Beet.TV, the former Videology\u00a0VP product and platform, now in the same role at Amobee following its acquisition<\/a> of the video and TV ad-tech firm, says the industry has reached a key moment.<\/p>\n “We are at a turning point,” he says. “Addressability has been a buzz word for years, but I think finally in the last year, maybe 18 months, we’ve started to see broadcasters really adopting addressability as part of their core strategies for the future.<\/p>\n “This is coming about because there’s pressure from competition, pressure of course from the duopoly of Facebook and Google, but it’s also a realization that the industry is ready for it.”<\/p>\n